AEG Live, Alchemy3 In Conjunction with The Texas Lottery Partner to Launch Texas Lottery Live! Scratch Ticket

The Texas Lottery Live! Scratch Ticket Offers a Second Chance for Players to Win Big with Cash and Trip Packages to Some of the Year’s Hottest Music Festivals and Concerts Including Stagecoach Country Music Festival, Bumbershoot Festival, Hangout Fest, L.A. LIVE Sports and Entertainment District and More

LOS ANGELES – March 7, 2016 – AEG Live, one of the world’s leading concert producers and venue operators, and Alchemy3, a top gaming company holding exclusive licenses with the North American Lottery Industry, is partnering with the Texas Lottery to create the Texas Lottery Live! scratch ticket. Texas Lottery Live! launches today and is available for purchase at an estimated 17,000 retail locations across Texas. The partnership is the first of its kind for AEG Live, and the Texas Lottery is the first state lottery that AEG Live and Alchemy3 are collectively launching a game in.

“We are excited to introduce the Texas Lottery Live! scratch ticket to the Texas Lottery,” said Gary Grief, executive director of the Texas Lottery. “This game is a great example of our commitment to provide Texans with the best lottery game entertainment experience possible through the use of our products.” 

The Texas Lottery Live! scratch ticket offers consumers a second chance to win trips to some of the hottest music festivals in the country. Players can enter non-winning tickets for another opportunity to win VIP trip experiences at Stagecoach Country Music Festival, Hangout Fest, Bumbershoot and L.A. LIVE, the leading sports and entertainment district in Los Angeles. There will be five drawings during the promotion period for a total of 105 winners.  

“Everybody loves music and lottery players are no exception,” said Jeffrey Schweig, president of Alchemy3. “Through Alchemy3's relationship with AEG Live, lottery players will now be able to win trips to the most popular music festivals and concert venues across the United States and around the world.”

The winners will enjoy a range of specialty perks made possible by AEG Live through nine separate trip packages. Some of the leading prize packages include:

  • L.A. LIVE “Live Like a VIP” Experience
  • Stagecoach Ultimate VIP Experience
  • Hangout Fest “Live Like a Promoter” Experience
  • Bumbershoot “Picture Perfect” Package

All trip packages include airfare from within the 48 contiguous U.S. states, premium hotel accommodations at a deluxe hotel, ground transportation, plus $1,000 spending money and a number of other premium bonuses. Other prizes may include tickets to a festival of the winner’s choice, festival merchandise, artist meet and greets, exclusive access to top viewing areas and/or invites to official pre and post festival parties.

“This exciting collaboration utilizes the unique strengths and assets of both AEG Live and Alchemy3 to explore new ways to generate excitement and increase engagement among lottery players,” said Josh Gold, senior director, Global Partnerships, AEG Live. “Through our mutual partnership with the Texas Lottery, Texas Lottery Live! brings enhanced value to players in the local Texas markets. We are looking forward to further enhancing our relationship with Alchemy3, bringing this and other creative concepts to many more states across the country.”

AEG Live, the live-entertainment division of Los Angeles-based AEG, is dedicated to all aspects of live contemporary music performance.  AEG Live is comprised of touring, festival and special event divisions, seventeen regional offices and owns, operates or exclusively books thirty-five state-of-the-art venues.  AEG Live’s global touring divisions of Concerts West, Atlanta Worldwide Touring, Messina Touring Group, Marshall Arts, Marshall Arts USA, Goldenvoice Touring and AEG Live New York, London, South America and Asia consistently promote and produce top 10 international tours. The company currently produces residency shows at The Colosseum at Caesars Palace in Las Vegas and is the exclusive promoter at The Joint at Hard Rock Hotel & Casino Las Vegas. AEG Live is also the largest producer of music festivals in North America from the critically acclaimed Coachella Valley Music & Arts Festival to Stagecoach Country Music Festival and New Orleans Jazz & Heritage Festival.

Started in 2007, Alchemy3 maintains trusted relationships with North American lotteries and is one of a select few companies in America that holds exclusive licenses to companies like The Home Depot, Honda, Royal Caribbean International, Polaris and Bass Pro Shops. To learn more about Alchemy3, visit

Beginning with the first ticket sold in 1992, the Texas Lottery has generated $24 billion in revenue for the state and distributed $47 billion in prizes to lottery players. Since 1997, the Texas Lottery has contributed $18 billion to the Foundation School Fund, which supports public education in Texas. As authorized by the Texas Legislature, certain Texas Lottery revenues benefit state programs including the Fund for Veterans' Assistance.   Since the first veterans' themed scratch ticket game was launched in 2009, the Texas Lottery has contributed more than $52 million for programs supporting Texas veterans. The Texas Lottery provides several entertaining games for lottery players including Powerball®, Mega Millions®, Lotto Texas®, All or Nothing™, Texas Two Step®, Pick 3™, Daily 4™, Cash Five®, Texas Triple Chance™ and scratch ticket games. For more information visit us on Facebook, Twitter, Instagram, YouTube or at

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